“The Customer Buying Cycle”, the “Buyer’s Journey”, and similar models of how the technology purchasing process works have inspired countless blog posts, ebooks, and analyst research reports in recent years. Among the most insightful writers on tech marketing has been Hank Barnes at Gartner.
Technology customer buying cycle graphics
I’ve long subscribed to the idea that there’s graphic solution to explaining almost anything. So I’ve been especially drawn to Barnes’s efforts to develop graphics depicting the technology buying process. I wrote about Hank’s graphic of the buying process as streams of activities shortly after its 2013 publication. We even put together an animated version of the story.